Payment stickers

2023: Market Research from Smart Ranking

In May 2023, Smart Ranking analysts published a study of the Russian payment sticker market. They are a sticker with an NFC chip built into it and work like regular debit bank cards.

According to the calculations of the researchers, in January-March 2023, more than 1 million payment stickers were issued in the Russian Federation. Most of this volume fell on Tinkoff, Alfa Bank and Sber. About 50% of the market is occupied by Tinkoff stickers. Every day the bank issues 7-8 thousand units: they are made immediately the next day after ordering on the bank's website or offline.

About 15% of the market is occupied by Alfa-Bank stickers, 150,000 units were produced in the first quarter of 2023. In April and May 2023, the bank launched two new products - a travel sticker that credits cashback with miles, and a pay sticker specifically for children - it allows you to track a child's spending through the application and teaches you how to handle finances.

As of May 23, 2023, several banks are planning to launch in the near future. Raiffeisen will release the first 50,000 stickers in June 2023, and Rosbank will present payment stickers in the summer. According to a survey by the press service of Rosbank, 60% of bank debit card users have interest in such a payment instrument.

Analysts do not see in payment stickers a final solution to the problem of contactless payments. Nevertheless, the potential audience of the product is estimated at 2.2 to 3 million users - so many iPhones were sold in Russia in 2022.

64% of Smart Ranking users surveyed motivate a desire to regain the possibility of contactless payments using a phone, and 88% draw up a payment sticker based on interest in new technologies and banking capabilities. ^[1]

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